For most publishers, retaining the 2020 level of audience traffic in 2021 was always going to be an uphill battle. Between the global COVID-19 pandemic and other major news events, the renewed interest in timely and trustworthy news gave nearly all publishers a boost. While the pandemic hasn’t completely subsided, news publishers have generally seen their traffic continue to decline throughout 2021.
In a sample of global traffic for 20 national and metro publishers in the United States, we observed the number of visits in 2021 declined on average by 24% for national publishers and 19% for metro publishers.
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